One Down
Redesigning the entire website to include more brands and dynamic content.
ROLE
Web Designer, Web Analyst
ACTIONS
Site Audit, Wireframing, Prototyping, Cross-functional collaboration, Strategic Planning
TIMELINE
Dec 2022 - June 2022
One Down is a Filipino American media company producing videos, livestreams, podcasts, and editorials.
KICK-OFF MEETING
In my kickoff with Leo, co-founder of One Down, he brought up how he wanted the site to showcase all the brands better like the cut (https://www.cut.com/brands). My previous site build for the company focused on highlighting past top-performing videos and increasing their Youtube presence. However, the company outgrew this need now that they’ve established its roots and begun developing several brands on multiple platforms (Facebook, Instagram, Kumu, Spotify, Apple Music, Youtube, and TikTok). Leo needed the website to sync with this blooming direction of the company.
2022 SITE REDESIGN GOALS
Clearly label all the brands within the company.
Lead site visitors to social media pages.
Create dynamic pages that can be easily updated by staff with limited Squarespace knowledge.
SITE AUDIT
Using Google Analytics and Squarespace Analytics, I examined what content interested One Down’s site viewers based on trending pages, page duration, and exit rate. Despite the continuous growth in editorials and social media platforms, web traffic would flux between 3-4K monthly viewers. In addition, I cross-referenced the session trends based on potential traffic from Facebook, TikTok, and Instagram.
In this redesign, I re-examined the user journey because the site was still disconnected from social. More than 70% of traffic was coming from people clicking on Facebook and Instagram content. Once they’ve finished reading that article or a few others, how can the site convert more subscribers to the other platforms?
More than 70% of traffic was coming from social media
Cross-referenced Tiktok, Facebook, and Instagram posts to see why there was a spike in pageviews.
Started a component library to streamline the wireframing process
Wireframes and mockups for new page layout ideas
The site redesign aimed to offer site visitors the opportunity to engage with past, present, and future content.
FEATURE HIGHLIGHTS:
Turn onedown.media into a central access point for all social content.
Increased visibility to live shows on the Kumu app and podcasts on Spotify.
Created an easy-to-maintain podcast directory, application pages with spreadsheet automation, and a filterable editorial section.
Special thanks to
SEO Specialist: Manna Dellota
Lead Graphic Designer: Jason Arceo
Co-founder/Stakeholder: Leo Albea
Click on the screenshot to get a closer look:
